scottish enterprise presentation upload

Vicky Brock [email protected]

Working with invisible customers

Web analytics: understand and improve your online

effectiveness


eMarketing & web value course developer for UHIAssociate lecturer in web analytics, UBC CanadaWorkshop leader for the WAA, MRS, eMetricsMarketing Conference and the eMetrics SummitBoard Director of WAADigital marketer for a decadeRabid blogger at TrackingTourism.com

Who am I?Working with invisible customers


Part 1: Why bother?Part 2: Web analytics - What the heck are we talking about?Part 3: Tools and techniques - see your invisible customers onlinePart 4: What can you do with this information?

Customers in 3d technicolour!

What we're going to cover...Working with invisible

customers


Your website is here

Why bother with eMarketing?Working with invisible customers


And why bother with measurement?Working with invisible customers

Your web budget is here??


Part 1 – why bother?

Consumers flock online in their millions

UK has more than 40 million internet users.

March 2008, the indexed web contains 50 billion pages.

Average UK Internet users now spend 164 minutes online each day, compared to 148 minutes spent watching TV.

There are also 7.4 million mobile web users in the UK


Part 1 – why bother?

So where are all your website visitors?

The competition is only beginning...

Spend on Internet ads will overtake TV in next year.

UK is the world’s most developed Internet advertising market, worth $5.6 billion in 2007.

Do you know how well you're doing?


Don't worry about the jargon

Part 2 – What the heck are we talking about?

Web analytics and all the other forms of web customer research are simply:

the study of the online experience in order to improve it


Improvements with a purpose

Part 2 – What the heck are we talking about?

Customer experienceUnderstanding visitor behaviourDriving website optimisation

Marketing campaign performanceMeasuring online campaigns and SEOAdvertising and marketing optimisation

Overall business strategy & performanceMost valuable customer segments/servicesMoney saved offlineCompetitor and predictive activity


Part 3: Tools and techniques

Tagging web pages with a snippet of code

Google Analytics, ClickTracks, Omniture

Analysing web server logs

Webalizer, Unica, Webtrends

Conduct observation/research with real users

User testing, online surveys, customer satisfaction scoring

Session replay

Tealeaf, Coradiant

Tools and processes to help


Google Analytics and other web analytics products are tools, not answers in themselves

They collect a sophisticated set of data based on what a generic business might find useful

To avoid death by data focus on what is important, not just what is interesting

Who decides that? You.


Avoid death by data


More than just web analytics

Data Empathy Tactics


Key strategic development questionsWhy does the website exist?

What are your organisational goals?

How does the website fit with these goals?

Who are the stakeholders and users the site exists for?(Some may be more important than others)

What do you want them to do on the website?

What are the stakeholders/users really trying to achieve?

Success measures should align to these goals. Measure what matters most to you & your target users.



Web analytics fundamentalsPart 3: Tools and techniques

1. Page Views – The basic building block that counts the number of times a page (or prescribed item) was viewed

2. Visits - An interaction with a website consisting of one or more requests for a page view.

Visits timeout after 30 minutes of inactivity

3. Visitors (Absolute Unique Visitors) - The number of individual “people” who visited your website

Unique visitors is the most problematic of the basic metrics due to multiple devices, shared machines, cookie deletion


Web analytics fundamentalsPart 3: Tools and techniques

1. Bounce rate – critical “revolving door” metricThe percentage of single-page visits

2. Time on page/siteDoesn’t typically report single page visits

3. New/returning visitorsRelies on the cookie not being deleted & the person returning from the same device

4. Conversion rateThe proportion of visits completing a target action

5. Funnel/navigation analysis

A term relating to visualising the flow of traffic to specific conversion points



De-invisibilise the visitor!


The voice of the visitor - internal searchIn this real example the terms being searched suggest a problem:




Understand how people find you



Understanding if your marketing works



Understanding what people look at


Part 4: Getting to something useful

See how people actually use your site

"People want sites to get to the point, they have very little patience""I do not think sites appreciate that yet ..... They still feel that their site is interesting and special and people will be happy about what they are throwing at them."

Jakob Nielsen, BBC 24th May 2008


Part 4 - Getting to something useful

So, can people do what they came for?

The lost, dissatisfied and disinterested leave clues in the web analytics data

High bounce rates

Low views of critical site content

Low conversion rates

Low value per visitor

“I'm outta here”



You are not the customer

Don't build for the HIPPO

Is your online activity for the benefit of you (or your boss) or the customer?

Understanding your customer means you can focus the targeting of your site and marketing, meaning better results.



Improve by boosting relevance

Most people using the Internet will never come to your site – so focus on making it relevant to that small segment that will

Life is short, so is time spent on websites

Great marketing is wasted if doesn't drive people to the most relevant landing page

Test and improve based on evidence

You are not the customer


Thanks!

Vicky Brockwww.HighlandBusinessResearch.com

Read more at:www.TrackingTourism.com